3. Agenda
User Centered Design (UCD) Overview
It’s a process… but negotiation is important
Support your choices with data
Storytelling is complementary and effective
Differentiate your product
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4. Demystify UCD – Activities & Deliverables
Users
Who are they? What do they care about?
How do they actually interact with your product?
How would they interact with a new version/feature?
Centered on value to actual users
Product Strategy Workshop
Key business objectives
User requirements
Design to illustrate value to users
Design, test, incorporate feedback
Rinse and repeat
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5. Demystify UCD – Activities & Deliverables
Users
Personas – context, context, context
Centered on value to actual users
Usage Scenarios
Your business objectives… their value
Still gotta have documented requirements
Design to illustrate value to users
Wireframes, models, mockups
Visual concepts
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8. Support your choices with data (and process)
Gain agreement thru metrics
Simplify your decisions
Justify your choices
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9. Gain agreement thru metrics
Define objective measurable targets
Express from the customer’s/user’s perspective
Both qualitative AND quantitative are good
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10. Simplify your decisions
With success metrics in hand…
Obtained from actual users…
You have confidence about what to include…
And what to remove
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11. Justify your choices ( aka defend yourself)
Charts, data – “During our first round of testing…
time on task was x seconds”
# of errors was reduced by y%
Narratives – “We watched the users actually smile
and relax when then completed this task”
Storyboards – “As you can see from this diagram,
the new path to the reservation screen is…”
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12. Gain agreement thru metrics
Organizational Confidence
Success is often a matter of confidence
If Sales believes in the product (based on metrics),
they will do a better job selling it.
If Management trusts you’ve made the right
decisions, you’ll get the resources you need
If Support understands the training issues, they’ll
be more effective
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14. Identify Goals & Tasks
Users don’t approach with a feature in mind –
think goals and tasks
More isn’t always better. More often leads to:
Clutter
Bloat
Complicated
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15. Differentiate based on those goals & tasks
Feature war Bad User Experience
Study real behavior – needs, goals, workflow,
workplace processes through:
Direct observation of users
Feedback from users
Organize tasks, sub-tasks by:
Order of importance
Frequency performed
Map relationships & dependencies between tasks:
Flowcharts
Mapping diagrams
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17. Differentiate your product and sell more of it
If it looks good, you will get more interest
It’s a process
Good design can be measured
Removes opinion and conjecture
Requires expertise to test (“Blink”, by Malcolm
Gladwell – puppies, kitties and Aeron Chair)
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18. Who is Macadamian?
Software Products Consultancy
When the user experience is key
Full scope of software development life cycle
• UX Design & User Research
• Software Engineering
• QA Testing
Increasing customer adoption
14 Year Track Record, over 150 staff
Hybrid Onshore/Offshore - Ottawa(HQ), Romania, Armenia
Experience across multiple markets and products
Wide range of skills and processes:
• UX design + Software Engineering + Test/QA
• Desktop (Win, Mac OS)
• Mobile (iPhone/iPad, Blackberry, Android, WP7)
• SaaS (.NET, LAMP, J2EE, RIA, Flash/Flex)
• Strobe/Sproutcore Partner
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19. What have we done… lately?
New Product Development, Extensions, Re-designs
Mobile client development – iPad, iPhone, Android phone & tablet
Web development – Web 2.0 apps with mobile “companion” products
Desktop Clients – Windows and Mac
User Experience Design & Usability Testing
Product Families – Desktop, Web, Mobile Clients
User Research including
• Usability “walk-throughs”
• Usability Testing
• Ethnographic research or “job shadowing”
Examples
Cisco – FlipShare Mobile, Umi home telepresence
Juniper – Re-design of existing app to include web, mobile, desktop
BitTorrent – Macintosh client & Android Tablet (both design & build)
Varian Medical – Electronic Medical Record for iPad
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20. Our sweet spot…
End-to-end: from napkin sketch to release (and anywhere
along your software development life cycle)
Creativity: innovating in design and technology
User Research: Validate user needs, usability, market, etc.
Uncharted territory: dealing with technical uncertainty &
potential for change
Intense deadlines – need for rapid response times
Experience required – there’s no time for ramp-up
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Notes de l'éditeur
Who works primarily with software products? Hardware? Mix? Enterprise & business products? Consumer products?(after viewing video) – The analogy I had in mind when selecting this video was “you, as the product manager, are the person counting passes. You are concentrating intently on your task of counting passes. As your CEO interrupts you to say, “we don’t need an Windows Phone client yet” and the VP of Sales says “customer xyz insists we deliver this feature”, you continue to do your job and count passes. Unfortunately, you may miss something important if you don’t have a thorough process. You may miss the gorilla in the room..This session is basically about defending yourself against these types of distractions. We’ll use the User Centered Design process with an emphasis on user research and usability testing as our context for helping you to prioritize features, keep your designed focused on user value, and arming you with the tools to respond to strong opinions that may impact your ability to deliver what your users actually need… what you need to put into your product for it (and you) to be successful.
Please keep in mind that the more informed you sound when describing your product, the less resistance you will have, the more control you will have in designing your product, the more resources you will have to build your product. Information gives you confidence and confidence is reassuring to management. The table above is from Jared M. Spool’s book. It shows the path products take from early stage to maturity. This is a good reference tool to use as you are “pestered” to add features ad-hoc. Explain that yes, features are important, but based on qualified research… this is where we are headed. We need to focus on the UI or UX now. Feature wars are a fools errand – Experience and productivity is the next step in improving our product. Making the UI and navigation transparent is the ultimate goal… not comparing ourselves to product xyz.